To distill means to condense or refine.
Distilled water is water that has had most of its impurities removed through the process of distillation. Distillation involves boiling the water and then collecting and condensing the steam into a clean container. The result is water that is pure.
Is your message distilled? Have you condensed and refined your message so that it is pure and clean—free from distractions and extraneous information?
I get to hear a lot of elevator pitches from authors. Sadly, many of these authors have not taken the time to distill their message. A good elevator pitch about your book should be both condensed and refined so that you can give a clear message in three sentences or less.
Your elevator pitch should answer these three questions:
- Who is your audience?
- What is their need?
- How does your book meet that need?
Answering these three questions in developing a distilled message is a great place to start. First answer these questions and then determine whether you will phrase your elevator message as a problem/solution or as a benefit.
Here is an example of a distilled problem/solution message based on my book Your Guide to Marketing Books in the Christian Marketplace:
“Over 1,200 books are published every day in America. Most new authors are at a loss as to how to make their books stand out from the crowd and get noticed. My award-winning book, Your Guide to Marketing Books in the Christian Marketplace, gives Christian authors the information and resources they need to effectively promote their books.”
Here is an example of a distilled benefit message based on what Christian Small Publishers Association (CSPA) does:
“Christian Small Publishers Association provides small publishers and independent authors information and access to affordable marketing venues so that they can be successful in promoting and selling their Christian books.”
I encourage you to take some time and distill your message about your book. That way, when people ask you about your book, you are ready with a quick answer that grabs their attention and immediately lets them know what problem your book solves or what benefit your book provides.
Remember, you want to keep your message to three sentences or less. Your message should be no longer than 30 seconds, but keeping it shorter, more like 20 seconds or less, may be more effective with most people’s short attention spans.
Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.
Photo courtesy of Aaron Burden